Digital Printing Digital transformation:Adopt technology
to improve your customer’s experience If a business wants to stay relevant and grow, it’s no longer enough to just deliver great products. Andrew Morrison, managing director, Xerox UK & Ireland, illustrates a successful digital business.
D
ominos in Australia and Disney recently redefined the customer experience via digital transformations
that paid tremendous dividends. In 2017, future success for any company that values customer experience will largely depend on how well it adopts digital technology. While most businesses recognise this need, few know what is required to get the initiative started and to make it a reality. People are looking for experiences from their personal lives to cross over into the workplace. For this reason, organisations must move beyond the digital transformation buzzword and explore ‘transformational experiences’ reimagining how companies and people connect and work.
START AT THE BEGINNING As the world becomes more connected, people expect to be able to move easily between physical and digital worlds. We’re no longer willing to make the trade-off between better, faster or cheaper – and this applies to your workforce as well as your customers. In 2017, people have an increasingly limited
tolerance for processes that slow them down, such as time consuming paper forms. They want and expect experiences that move seamlessly between digital and physical at any point in time. Anything less will feel slow, old fashioned and frustrating. This means it is imperative to deliver products
and services that are: - Customised and cost effective
the organisations to take a closer look at how they connect with people, and find opportunities to improve. As companies that have successfully transformed the customer experience elevate expectations, those that have not kept up with the evolution of digital business lose out, as loyalty can shift easily and prompt customers to seek out alternate organisations that can better meet needs. The same goes for a workforce. The needs of a
Andrew Morrison, managing director, Xerox UK and Ireland
- Productive and personalised - Physical and digital
Put simply, businesses must consider making transformational experiences a priority in 2017 or risk falling behind the competition.
CONSIDER WHAT SUCCESS LOOKS LIKE Transformational experiences have the potential to drive loyalty and long-term customer satisfaction. Undergoing the change encourages
workplace go beyond supporting employees in one physical location. The always-connected, digital workforce needs secure access to contextualised information from anywhere – they need to be able to switch between digital and physical whether working from home or travelling. Work is no longer limited to an office and it is not strictly conducted between the hours of 9am and 5pm. As a starting point, companies must address mobile access and printing, as well as any security concerns with bring-your-own-device (BYOD) policies. This will ensure core business processes can function regardless of the employee’s location.
BE REALISTIC So how can you make sure a company is moving in the direction of transformational experiences? Set clear objectives, but be practical. Remember that changing any experience is not achievable overnight. It is often a gradual change, one which becomes easier once the first step is in place. Managed print services (MPS) can be a great springboard to bigger digital changes because it transforms the way work is done. As with any new project, there are simple steps that can be followed to approach transformation in a logical way. Consider the following: 1. Understand - establish how and where you use paper and technology today, and identify what could change. Then assess how the two experiences connect. Once you start to interrogate the process, the number of simple tweaks, which could dramatically streamline business workflows, may be surprising. 2. Educate - set targets, make a case, and change user behaviours. People can be fearful of change, but reminding employees of the long-term benefits will help motivation and the formation of a work with you, not against your attitude. 3. Activate - identify the problems to make the transition and replace key functions and processes with digital equivalents which improve the experience overall. 4. Assess and improve - remember that this will be a continuous journey as technology continues to evolve. Leverage the opportunity to use data and automation to take transformation to the next level.
www.xerox.co.uk
22 July/August 2017
www.convertermag.co.uk
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